COMSATS Abbottabad: Sapphire's Social Media Marketing Impact

This project report, submitted by a BBA student at COMSATS University Islamabad, Abbottabad Campus, examines the impact of Sapphire's social media marketing on consumer buying behavior. The report includes an introduction to the project's purpose, scope, and objectives, followed by an overview of Sapphire as a brand, including its history, core values, strengths, weaknesses, opportunities, and threats. The research methodology involves primary and secondary data collection, including interviews with marketing managers and customer feedback surveys. The project investigates Sapphire's marketing strategies, advertisement methods, and the effects of the COVID-19 pandemic on its operations. The findings, recommendations, and a bibliography are included to provide a comprehensive analysis of Sapphire's marketing efforts and their influence on consumer behavior.

The Impact of Social Media Marketing of Sapphire on Consumer
Buying Behavior
Submitted By
Hamza Khalid
(FA17-BBA-001)
Supervised By:
Ms. Humna Ijaz
i

ii
Department of Management Sciences
COMSATS University Islamabad, Abbottabad Campus
December 2020
The Impact of Social Media Marketing of Sapphire on Consumer
Buying Behavior
Submitted By
Hamza Khalid
(FA17-BBA-001)
Supervised By:
Ms. Humna Ijaz

iii
Department of Management Sciences
COMSATS University Islamabad, Abbottabad Campus
December 2020
Project Report Title
The Impact of Social Media Marketing of Sapphire after COVID-
19 on Consumer
Submitted By
Hamza Satti
(FA17-BBA-001)
Supervised By:
Ms. Humna Ijaz

iv
Department of Management Sciences
COMSATS University Islamabad, Abbottabad Campus
December 2020
This project report is submitted in partial fulfillment of the requirements for the degree of
Bachelor of Business Administration awarded by the COMSATS University Islamabad,
Abbottabad Campus

v
Student’s Declaration
I declare that this material, which I now submit for assessment, is entirely my own work and has
not been taken from the work of others, save and to the extent that such work has been cited and
acknowledged within the text of my work. I understand that plagiarism, collusion, and copying
are grave and serious offences in the university and accept the penalties that would be imposed
should I engage in plagiarism, collusion or copying. I have read and understood the Assignment
Regulations set out in the module documentation. I have identified and included the source of all
facts, ideas, opinions, and viewpoints of others in the assignment references. Direct quotations
from books, journal articles, internet sources, module text, or any other source whatsoever are
acknowledged and the source cited are identified in the assignment references. This assignment,
or any part of it, has not been previously submitted by me or any other person for assessment on
this or any other course of study.
I have read and understood the referencing guidelines as recommended in the report guidelines.
Signature
Name: Hamza Satti
Registration# FA17-BBA-001

vi
Supervisor’s Certificate
This is to certify that Mr. Hamza Satti has incorporated all observations, suggestions and
comments made by the external evaluators as well as the internal examiners. The title of her
project is “The Impact of Social Media Marketing of Sapphire after COVID-19 on Consumer”.
Forwarded for necessary action
SupervisorsSignatures
Supervisor’sName
Ms. Humna Ijaz

vii
Approval Sheet
The Impact of Social Media Marketing of Sapphire after COVID-
19 on Consumer.
By Hamza Satti
(FA17-BBA-001)
Mr.
(ExternalExaminer)
Ms. Humna Ijaz
(Report Supervisor)
Dr.
(Head of Department)

viii
Department of Management Sciences
COMSATS University Islamabad, Abbottabad Campus
December 2020

ix
Dedication
This report is dedicated to my father who hear my pain when everyone else ignores it. Who
alwaysmakesmesmilewhenIthinkIcan’t.Wholistentomysecretsandmakethemhis.The one who
always stood by my side. Who has always been a source of encouragement. Whose constant
support compels me to achieve every goal with ease. Without the inspiration, drive,
andsupportthathehasgivenme, Imightnot bethepersonIamtoday.Tomymotherwithout whose
prayers I would be nowhere. The one who was there to tell me every time when I feel like
I’ve failed that in the eyes, heart, and mind of her, I’m a Super son of a super mom.To my
sisters and my brothers for their love, support and motivation.To my elder sister, my
guardian angel who have always been my backbone. This report is specially dedicated to
someone who is a source of the biggest support I had when things got rough for me. Lastly
this report is dedicated to my friends and family who have been there for me during the ups
and downs and to my teachers for helping me at every step to bring out the best inme.

Acknowledgements
AllpraisesareforAllahAlmightythathasbestoweduponhumanbeingsthecrownofcreation and
has endowed him with knowledge and wisdom. Secondly I am thankful to my caring and
loving mother and brother whose moral and financial support and prayers helped me to
reach this stage of mylife.
Special thanks to my internship supervisor Ms. Humna Ijaz for her intellectual guidance,
valuable time and profitable knowledge whenever I needed.

Contents
CHAPTER NO 1.............................................................................................................................................1
INTRODUCTION OF PROJECT.......................................................................................................................1
1.1 INTRODUCTION OF PROJECT.................................................................................................................2
1.2 Main purpose of the project..................................................................................................................2
1.3 Scope of Project.....................................................................................................................................2
1.4 objectives of my Project........................................................................................................................2
1.5 DATA collection of project.....................................................................................................................3
1.5.1 The primary source of information.................................................................................................3
1.5.2 The secondary source of information.............................................................................................3
1.6 Limitations.............................................................................................................................................4
1.7 Pattern of project..................................................................................................................................4
1.7.1 Chapter 1........................................................................................................................................4
1.7.2 Chapter 2........................................................................................................................................4
1.7.3 Chapter 3........................................................................................................................................4
1.7.4 Chapter 4........................................................................................................................................4
CHAPTER NO 2.............................................................................................................................................5
INTRODUCTION OF THE ORGANIZATION.....................................................................................................5
2 Introduction of Sapphire Clothing Brand..................................................................................................6
2.1 History of Sapphire................................................................................................................................6
2.2 Impact of Social Media Marketing after COVID-19 on consumer behavior:..........................................6
2.3 Core values of Sapphire:........................................................................................................................7
2.3.1 Mission Statement of Sapphire.......................................................................................................7
2.3.2 Vision Statement of Sapphire.........................................................................................................7
2.3.3 Values of Sapphire..........................................................................................................................7
2.4 Strength of Sapphire..............................................................................................................................8
2.5 Weakness of sapphire............................................................................................................................8
2.6 Opportunities for Sapphire....................................................................................................................8
2.7 Threats for Sapphire..............................................................................................................................9
2.8 Business model of Sapphire...................................................................................................................9
2.8.1 Tanning for Sapphire Retailer outlet Employees..........................................................................10
2.9 Product sapphire provide....................................................................................................................10

2.9.1 Ready to wear dress.....................................................................................................................11
2.9.2 Unstitched dresses collection.......................................................................................................11
2.9.3 Beauty products............................................................................................................................11
2.9.4 Accessories’ of sapphire...............................................................................................................11
2.9.5 Home Decorations........................................................................................................................11
2.10 Advertisement Strategies of sapphire...............................................................................................12
2.10.1 Social media Advertisement.......................................................................................................12
2.10.2 Digital marketing........................................................................................................................12
2.10.3 Paper Advertisement..................................................................................................................12
2.10.4 Commercial Advertisement........................................................................................................12
2.10.5 Outdoor advertisement..............................................................................................................13
2.11 Covid19 effect on sapphire............................................................................................................13
CHAPTER NO 3...........................................................................................................................................15
RESEARCH ON PROJECT.............................................................................................................................15
3.1 Detail of my project work....................................................................................................................16
3.2 Sample size..........................................................................................................................................16
3.3 Information collection method............................................................................................................16
3.3.1 Primary information collection on sapphire.................................................................................16
3.3.2 Secondary information collection on sapphire.............................................................................17
3.3.3 Target area for gathering data......................................................................................................17
3.3.4 Questionnaires information..........................................................................................................17
3.3.5 Customer feedback survey...........................................................................................................17
3.4 Competitors’ of Sapphire Textile.........................................................................................................23
CHAPTER NO 4...........................................................................................................................................24
FINDINGS AND RECOMMENDATIONS.......................................................................................................24
4. Findings of my project...........................................................................................................................25
4.1 Recommendations...............................................................................................................................25
4.2Bibliography..........................................................................................................................................26